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Strategy Briefing

After Kraft Cadbury: What Next?

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Kraft’s takeover of Cadbury, following Mars’ acquisition of Wrigley, has significantly altered the competitive landscape of the global confectionery market. This briefing examines how the two market leaders will look to enhance their positions and what options remain available to the second tier confectionery players, whilst considering the wider implications for the rest of the packaged foods industry.

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